Levi's Is Trying To Make Jeans Feel More Like Yoga Pants

Levi's commuter jeans. The brand says the pants are soft and flexible, much like the athletic attire that is gaining popularity.Levi's Facebook pageLevi's is facing its biggest crisis in years — athleisure attire.

The denim brand says it has been challenged by the fashion trend of wearing exercise gear instead of jeans. Levi's profits fell 76% in the second quarter.

In an attempt to revive popularity, Levi's is trying to make pants feel more like those purchased from Lululemon or Under Armour, writes Kim Bhasin at The Huffington Post.

"Today's consumer is on a quest for casual comfort, whether it's jeans or yoga pants," James Curleigh, the president of the Levi's brand, told HuffPo.

Levi's has released has looked into using comfortable fibers like Dyneema in its jeans. The brand also released a line of jeans with flexile coatings.

The brand is also advertising the Commuter Jeans, writing on its Facebook page that the pants are built for "mobility, comfort, and durability."

The rate of growth in athletic apparel is soaring, even as American participation in sports declines, according to The Wall Street Journal.